Sustainable Production and Consumption: The Influence of Social Norms

Consumer behaviour represents acts or decisions that influence the direction of production and consumption activities, which are, in turn, driven by household and, ultimately, economic activities. Households’ production and consumption behaviours have an impact on the level of waste generated, which can be defined as sustainable or unsustainable. These decisions become habits and norms that drive behavioural attitudes and preferences, which are largely influenced by factors such as consumers’ socio-economic background, community, beliefs (opinion), knowledge (information gaps) and concern (e.g. concern for local businesses, farmers and the environment). This research investigated the linkages between habits and norms that drive behavioural attitudes and preferences, and how consumers’ socio-economic background, community, beliefs (opinion), etc. are identified as the driving factors of consumer behaviour and waste patterns.